The Art of Export Marketing

> Export Ready Checklist

Evaluate your Skills in Export Marketing

Consult CHRC's Competency Chart and Profile for Export Marketing of Cultural Products and Services.

N. B. Every person working in Export Marketing of Cultural Products and Services should find everything that they do somewhere on the Competency Chart, but will not necessarily do everything identified in the Chart.

Export-Ready Checklist

  1. Assess Export Readiness and Select a Target Market
    Consult the Canada Business Service Centres nearest you
    www.cbsc.org
    • Be realistic.
    • Start small: focus on one market and one or two products.
    • Realize that export takes time - it is a long-term venture.
  2. Research Export Markets and Issues
    Consult the Canadian Trade Commissioner Service
    www.tradecommissioner.gc.ca/eng/home.jsp
    • Research, research, research..
    • Be aware of barriers and regulations.
    • Focus on the most promising market(s).
  3. Develop Strategic Export Plan
    Consult the Canadian Trade Commissioner Service
    www.tradecommissioner.gc.ca/eng/home.jsp
  4. Plan Your Marketing Strategy
    Access information from Cultural Trade Development Officers outside of Canada
    www.infoexport.gc.ca/eng/offices-worldwide-map.jsp
    • Base your strategy on solid research.
    • Partner with others to gain immediate market access and learn more about your target market.
    • Pay close attention to your promotional material: it must be professional, attractive and culturally sensitive.
  5. Finance Export Projects
    Understanding export financing terms is critical for businesses to succeed in international markets.
    • Plan the resources you will need.
    • Assess your risks and protect yourself against them. Insure your export receivables with Export Development Canada.
    • Allow for enough time to apply for funding.
    • When pricing your product, make sure to cover all your domestic and export-related costs.
  6. Negotiate Contracts and Agreements
    The Art of Managing Your Career (Chapter 5- You and the Law)
    www.culturalhrc.ca/amyc/index-e.asp
  7. Manage Projects
    The Art of Managing Your Career (Chapter 3- The A to Z of Project Management)
    www.culturalhrc.ca/amyc/index-e.asp
    • Be punctual (meetings/bookings/delivery, etc.)
  8. Cultivate Relationships
    • Nothing beats meeting face to face.
    • Make friends.
    • Learn many languages or at least a few words to facilitate initial contacts.
    • Don't be shy - confidence is everything.